The digital advertising industry has become a competitive and competitive place for many companies around the world. According to Marketer, the U.S. digital advertising market now costs more than $ 134 billion. In this regard, Google orders about 30% share, Facebook accounts of about 23% and Amazon is just under 10%.
Apple wants to join these players with updates to its related search technology – released in its iOS 14 update – suggesting it creates a rival with Google’s search engine. Apple is already using Smartphones and its software to use controls and take unreasonable commissions from app makers. It can decide with one hand to enable features automatically, upgrade the default search engine or prioritize content within Apple News than other content apps. But it’s hard to predict the outcome of Apple’s updates, as not all automated services have taken consumer interest; Google still owns most of the mobile apps on the market. In addition, Google has extended its mandate far from search and usage. Without hesitation to share money with publishers, the tech giant is a gatekeeper in the digital ecosystem with its DV360 system. And its latest announcement regarding third-party cookie options sends a clear message to adtech companies that they do not intend to restrict their prominent market position.
The power balance in adtech needs to change, and there are already many ways to move that.
Regulatory pressure opens up new opportunities. More investigations are underway at major venues, which could lead to the forfeiture of their current assets. Last October, for example, the U.S. Department of Justice He sued billions of dollars in payments made by Google to smartphone companies to make them stand out in their search work, by successfully pressing competition. While the outcome of the case is unclear, Google’s split is not rejected.
In Europe, Cabinet ministers in France and the Netherlands are urging regulators to take steps to protect major technology companies from undermining market forces, and the UK’s Competition and Markets Authority has introduced a new digital marketing unit aimed at curbing the dominance of big arts. It also opened an investigation into the privacy of Google Sandbox following concerns that could lead to the use of ad-focused ads in Google’s ecosystem. The proliferation of regulatory practices of this nature can free up the adherence of high technology to digital advertising and create a space for a strong, fair, highly competitive environment.
Sales are ***** of Google weapons.
The market share of the triopoly is already changing. Google is no longer a search engine for U.S. products, with 63% of consumers starting their search for products on Amazon. While Google’s share of digital advertising marketing is declining, Amazon is growing because it, along with other marketing platforms like Walmart, is as profitable as media retailers. These platforms are powered by a powerful combination of data for keyword and search keywords, which provides great identification capabilities.
Amazon makes a significant profit by searching and displaying ads on its proprietary and functional digital features, and is growing in the space of the program. Supported by its key bidding integration, Amazon finds the site as a source of demand, bringing increased exposure to advertisers and better ROI. Strong targeting power points to advertisers looking for advertisers who want greater efficiency and higher robustness of users.
This shift in spending from Google to Amazon highlights the lack of purchase history data within the Google ecosystem, which seeks to compensate it by preventing its competitors from creating useful lists of ad advertising information. The most recent update to Privacy Sandbox indicates that there will be no way for platforms outside of Google to identify their customers or track conversions. Fledge, Turtledove and other Alphabet-funded programs are less likely to replace modern technology. Some non-triopoly platforms that can deliver advertiser needs – for example, through seamless user comparisons and content leads – will increase their market share next year in terms of transparency, flexibility and privacy.
Publishers need to re-negotiate their relationship with the big tech.
Publishers traditionally rely on large tech companies to distribute and monetize their content, and they do not need to get a fair refund. The policies for monetizing Facebook content are never suspicious due to the constant algorithm changes and monetization restrictions on instant articles by third-party marketers. Facebook decides what it will show the audience of content creators who have been collecting subscribers thinking they control this asset. Access is a key driver in the publisher’s use of this closed space, as Instant Articles remains the most accessible way to communicate with the audience in the Facebook app.
Policies surrounding monetization with Google AMP pages do not apply to them, but Google has sufficient resources to prioritize its internal needs more than others. Apple has been very successful in winning eyeballs, and high levels of traffic in Apple News often lead to good page views. But just because Apple restricts ad units can be purchased based on content, that doesn’t mean it translates to high-value publishers.
Google, Facebook and Amazon currently dominate the adtech market, but the remaining power will need to change, and a significant portion of this change will emerge from a growing integration across the industry. Consolidation and acquisition work is growing, including the discovery of SpotX Magnite and DataFleets LiveRamp acquisition.